Web 2.0 – Leading Applications in Government

TASSCC Education Conference March 26, 2009

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Agenda

Background on Web 2.0 and Perspectives on the Market

What does this mean for the Public Sector?

Putting it All Together – The Transportation Security Administration

Web 2.0 Implementation Challenges and Getting Started with Web 2.0

Questions

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Background on Web 2.0 and Perspectives on the Market

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What exactly is “Web 2.0” or social media?

Web 2.0 can be best described as:

� A paradigm shift to user-generated content

� Extending the control and flow of information to the users and communities that consume it

� Trusting users as both participants and co-developers of the features and content we interact with

� Embracing collaboration and “the wisdom of the crowd” for collective value

Overview

Web 1.0

“Interrupt the mass audience”

• Structured

• Siloed

• One size fits all

• Passive audience

• Top-down, one-directional

Web 2.0

“Engage the individual”

• Flexible

• Collaborative

• Communities

• Engaged users

• Top-down, bottom-up, and lateral

Power lies with: institutions, platforms, technology

Power lies with: users, communities, experiences

Mass audience

Company

PushProvide

Company

Push

Pull

Targeted, participative audience

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Common Web 2.0 Uses and Platforms

Online network of more than 12 million experienced professionals from around the world, representing 150 industries.

Concept: Social Networking

Social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.

Wikipedia is a free content encyclopedia

collaboratively written by volunteers from all around the world.

Concept: Collaboration

Everyblock.com combines crime statistics with zip code

and neighborhood maps in order to provide a true picture of crime in any city neighborhood

Concept: Mashups Concept: Folksonomy

Flickr allows users to upload and tag photos which are

searched by folksonomic means

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Technology and social factors have converged into the rise of the social web

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Aka Web 2.0

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A result is the increasing trust in the opinions of strangers and our network over traditional sources of information

Source: Universal McCann, September 2008

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Broadly speaking, the web channel marketplace has evolved from favoring internal-facing information oriented portals to external-facing transaction oriented platforms

Technology

Trigger

Plateau of

Profitability

Trough of DisillusionmentPeak of Inflated

Expectations

Slope of

Enlightenment

Speculative Investment Retrenchment Value Investment Sustained Returns

Mid

-90

s t

o E

arl

y 2

00

0s

IntranetPortals

Stand-Alone Portal Vendors

eMarketing

eSupport & eService

Web Self-Service

B2B Enablement

eCommerce

Consumer Web Adoption

In the mid-90s to early 2000s, investment in

external-facing transaction-capable web channel

solutions decreased as the market realized the

limitations of the available technology and the

complexity of changing business processes

Wireless Web

SocialNetworking

WebApps

eCommerce

B2BProcurement

eMarketing

Web Self-Service

eSupport & eService

Stand-Alone Portal Vendors

IntranetPortals

Today, external-facing transaction-capable web

channel solution technologies have evolved and

matured to a point where early investments have

started to reap significant benefits

Mid

-20

00

s a

nd

Be

yo

nd

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Enterprise purchase plans for Web 2.0 technology

Source: Forrester Research, (2008)

Large enterprises are leading the adoption and implementation of the

social web

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Solving Today’s Public Sector Challenges with Web 2.0

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New Challenges for Today’s Government

Today’s public sector leaders are challenged to respond to modern constituent expectations and an

evolving workforce.

� Heightened Stakeholder Expectations

� Challenge: Broad demand for transparent, rapid, and efficient , delivery of services

� Solution: Progressive web-based technologies which increase transparency and decrease

delivery time

� The Changing Workplace

� Challenge: New generations of employees prioritize flexible work schedules and safe channels

for voicing opinions.

� Solution: Technologies and processes which promote a “work anywhere, anytime” culture and

reduce barriers to communication with leadership.

� An Aging/Distributed Workforce

� Challenge: Specialized knowledge threatens to be lost as the aging workforce retires and as

achieving the mission is complicated by a widely dispersed workforce.

� Solution: Tools and methods to collect this intellectual property and to share expertise with

employees across the organization, who are often in dispersed locations.

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Framing the Path Forward: Solving Today’s Public Sector Challenges with Web 2.0

Governments at the local, state, and Federal level are using Web 2.0 to meet their challenges and

improve mission delivery.

In general, their solutions tend to fall into one of three broad areas. Understanding these broad areas

helps executives determine which aspects of Web 2.0 apply to their organization:

Organizational Transparency and

Accountability

Stakeholder Collaboration and

Relationship Building

Information Sharing and Knowledge

Management

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Stakeholder Collaboration and Relationship Building

By engaging interested businesses and academics, the US Patent Office has been able to speed up the patent review process, reduce their backlog, and make better informed decisions about

outstanding patent applications

Case Study – US PTO Peer-To-Patent

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Stakeholder Collaboration and Relationship Building

Flickr, a popular commercial folksonomy, has provided the Library of Congress with a mechanism to connect to over 15,000 consumers in the field and catalog over 5,500 photos from

their collection.

Case Study – The Library of Congress Flickr Project

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Information Sharing and Knowledge Management

Case Study - ODNI Intellipedia

Through Intellipedia, The Office of the Director of National Intelligence has broken down communication barriers between the 16 US intelligence agencies and improved analysts’ ability

to “connect the dots” between disparate sources of intelligence.

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Information Sharing and Knowledge Management

By merging easily available topographical GPS maps with government data, the Australian National Government has provided a valuable service to both citizens and tourists

Case Study – Australian National Government – When you really gotta go!

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Organizational Transparency and Accountability

Case Study – USDA Forest Service

By providing an intuitive interface to information that is timely, accurate, and useful, the USDA Forest Service has increased leadership visibility into the scope and status of their current

projects

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Organizational Transparency and Accountability

Case Study – Recovery.gov

By making both planned spending and project results available online to the general public, The Obama administration is acting on their promise to “bring openness and transparency back to

government.”

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Putting it all Together – The Transportation Security Administration

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Information Sharing

• TSApedia: Wiki built in

SharePoint that allows anyone

at TSA to contribute or modify

content

• Wait Time Calculator: Internet-accessible application

that provides historical wait

time information for a airport

terminal and checkpoint

The Transportation Security Administration – Examples of Web 2.0 technology

Transparency

• Executive Data Reporting System: System under

development in SharePoint will

allow executives to see how well

the organization is performing

This highly visible government agency has comprehensively implemented Web 2.0 solutions to address

its challenges in three areas.

• Evolution of Security:

Moderated blog allowing

public comment on security

procedures

• IdeaFactory: Ideagora allows

TSA workforce to collaborate

nationally on ideas supplied

by fellow employees

StakeholderCollaboration

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Transportation Security Administration – External Collaboration

Problem/Objective:

TSA launched the Evolution of

Security blog in order to:

• Engage the public (and TSOs)

• Debunk myths

• Explain the “why” of security

• Humanize workforce

Web 2.0 Solution: Moderated blog hosted through

Google’s Blogger platform.

Designated TSA bloggers create

content while the public is

encouraged to comment.

Realized Benefits/Reaction: Since inception The Evolution of

Security has:

• Engaged over 4,000 readers in

an ongoing dialogue

• Been praised by Aviation Week

as “going a long way towards

TSA’s goal of making itself

more accessible to the traveling

public”

• Been cited by FCW as “the

poster child for how to do a

government blog right”

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Transportation Security Administration – External Collaboration

Problem/Objective:

TSA launched the Evolution of

Security blog in order to:

• Engage the public (and TSOs)

• Debunk myths

• Explain the “why” of security

• Humanize workforce

Web 2.0 Solution: Moderated blog hosted through

Google’s Blogger platform.

Designated TSA bloggers create

content while the public is

encouraged to comment.

Realized Benefits/Reaction: Since inception The Evolution of

Security has:

• Engaged over 4,000 readers in

an ongoing dialogue

• Been praised by Aviation Week

as “going a long way towards

TSA’s goal of making itself

more accessible to the traveling

public”

• Been cited by FCW as “the

poster child for to do a

government blog right”

February 11, 2008 9:43 PM

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Transportation Security Administration – Internal Collaboration

Objective: Launched in April 2007, TSA’s Idea Factory

was designed to:

• Empower TSA’s workforce to improve

security and business operations.

• Create an online community that enables

employees nationwide to “talk” to each

other and opens lines of communication

between field and HQ

Web 2.0 Solution: Internally developed Ideagora with TSA-led

Innovation Council evaluating submissions

Realized Benefits/Reaction:• As of February 2009, IdeaFactory has had - 7,326

ideas | 172,115 ratings | 64,042 comments

• Approximately 6,000 visitors each month, 1/3

actively contribute

• 300 ideas are submitted each month (10 per day)

• More than 30 new programs, initiatives, or changes

in Standard Operating Procedures implemented to

date

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Transportation Security Administration – Information Sharing and Knowledge Management

Problem/Objective:

Members of the public had no way of discerning

the typical wait time involved in the security

screening process at an airport which could lead

to missed scheduled flights.

Web 2.0 Solution: TSA provided an Internet accessible application,

Wait Time Calculator, that provides historical

wait time information for a terminal and

checkpoint to the public.

Realized Benefits: Benefits of the Wait time Calculator include:

• Provides the public with valuable information

to help plan their trips.

• Allows TSA to analyze wait times and more

accurately allocate resources

Problem/Objective:

TSA has several knowledge management

challenges, including the needs to:

• Capture and educate TSA employees on legacy

knowledge (TSA was created from several

different departments in 2001)

• Share knowledge with a geographically dispersed

user community

Web 2.0 Solution: TSApedia is a wiki (page or collection of pages)

that allows anyone at TSA to contribute or modify

content.

Realized Benefits: Since launching in December 2008, 169 entries

from TSA employees have been posted to

TSApedia. Descriptions of internal programs and

even common acronyms are examples of the

information that can be found on TSApedia.

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Transportation Security Administration – Transparency and Accountability

Problem/Objective:

With increasing calls for transparency and

accountability, TSA needs to:

• Identify ways to provide leadership with

visibility into data buried deep within the

enterprise

• Clearly communicate results and

performance of complicated projects that

span departments to senior leadership

Realized Benefits:Executive dashboards and collaborative teamsites

allow TSA to:

• Form multi-disciplinary teams that can work

collaboratively in real-time, regardless of location

• Allows executives to measure and monitor how

well the organization is performing in near real-

time, identify trends and make faster decisions.

Web 2.0 Solution: This solution is under development at TSA but is expected to leverage the same

SharePoint platform used by TSApedia.

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Web 2.0 Implementation Challenges and Getting Started

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Common Challenges Implementing Web 2.0 in the Public Sector

The Public Sector faces some unique, and not so unique, challenges to successfully utilizing Web 2.0

� Focusing on technology instead of solving business problems

� Transforming a culture of isolation into a culture of collaboration

� Navigating a complex regulatory environment

� Defining success criteria and metrics

� Trying to get it all done in one release

� Incomplete Inventory of existing capability and deployments

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Overview

How to Start

� Educate the Organization and Understand

Constituent needs

− Help staff understand Web 2.0 , the needs of their

constituents, and how they can help meet these needs

using Web 2.0

� Develop a strategy and business case

− Establish clear priorities for online collaboration that

align to addressing constituent needs and providing

mission benefits to the organization

� Initiate a pilot

− Identify a specific opportunity to drive early success

� Evaluate

− The organization’s readiness to embrace the principles

of online collaboration

� Create policies

− Which maximize the benefits of adopting Web 2.0

within the organization

� Measure the results

− Establish key performance indicators that help measure

the strategy’s success

� Embrace a culture of collaboration

− Continually evolve how interaction happens with stakeholders

inside and outside of government

Web 2.0 Approach

Web 2.0 can improve policy outcomes, make more effective use of government information, streamlined internal operations, and help attract top talent.

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